Edwin Van Riessen Email & Phone Number

Chicago, IL, US

• Responsible for demand generation function that has broadened PPC campaigns to multi-channel approach, including content syndication, tele-qualification, live events and triggered emails.
• Increased sales team's effectiveness by implementing a consistent leads process driving over $1M per year, using CRM platform Salesforce.com and marketing automation tools Eloqua, Pardot and Mailchimp.
• Grew revenue of integrated education campaign by 15% each year, reaching $4M in 2023.
• Envisioned and launched industry's first loyalty program, IDW Premier Care, gaining over 200 subscribers during first year.
• Winner of B2B Marketing Exchange's 2020 Killer Content Award for Measurable ROI.
• Barcodes Marketing MVP for Q1 2021.

Minneapolis, Minnesota, US

• Accountable for content-driven campaigns that drive marketing engagement, spearheading innovation in marketing automation, account-based marketing and demand waterfall optimization.
• Increased win rate resulting in lift of $5M in closed annual sales.
• Developed and implemented initial account-based marketing strategy in close collaboration with sales and product management.
• Managed four Demand Generation Specialists in running measurable demand generation programs.
• Responsible for Marketing’s $1.3M budget and annual operating plan.

Minneapolis, Minnesota, US

• Developed and executed data driven marketing campaigns for capturing qualified leads to be provided to sales teams.
• Exceeded sales accepted leads goal by over 50% each year.
• Created and implemented trade show program converting 10% of target list into qualified sales appointments across tens of events.
• Led three direct reports in turning quantitative data insights into actionable marketing plans and budgets.
• Winner of MarCom Platinum and Gold Awards and Summit International Creative Award.

Minneapolis, Minnesota, US

• Implemented demand generation program for non-check solutions in areas of marketing services, rewards and loyalty and performance management.
• Generated marketing-qualified leads representing over 25% of new revenue of SaaS and other inventive solutions.

Eagan, Minnesota, US

• Managed lead generation within the fastest growing business within the enterprise, developing a small start-up company acquisition into a highly-successful segment of sales and qualified leads.
• Generated $8M in annual sales by directing the strategy and execution of integrated marketing campaigns; customized messaging to segmented groups in consultation with sales teams.
• Developed and optimized multi-touch automation marketing across web, telephonic and in-person presentation, winning a 20% increase in results.
• Supervised the internal Prospect-Contact Center of 30 employees, matching 25,000 qualified small-business owners with 150 field and inside sales consultants, pulling in 40% of new overall sales.
• Developed new channels and revenue streams of acquisitions as a key member of the sales leadership team.

Eagan, Minnesota, US

• Crafted strategy and managed execution of lead generation programs to flow prospects to sales team.
• Designed tactics rooted in metric analysis and cross-industry best-practices to draw prospects to brand-building programs such as webcasts, seminars, trade shows and call centers.
• $5.5M in new-client sales were directly attributed to the lead generation initiatives.
• Generated $3M in new revenue by forging enterprise brand and internal marketing expertise to design LawyerMarketing.com, a marketing consultation site for lawyers.
• Sourced and liaised with the web-site design agency, envisioning designers with creative and technical requirements.
• Presented at numerous educational events at bar association conventions on topics such as search engine optimization (SEO) marketing, effective website design and marketing ROI.

Toronto, ON, CA

• Created strategy and execution of multiple campaigns and programs, from established channels to new product marketing.
• Oversaw the development of new products based on detailed market analysis of practitioner needs.
• Drove workflow analysis, financial studies and marketing research to launch new products and expand the overall sales.
• Opened a new customer target, gaining business case approval for the first Westlaw plans covering transactional areas.
• Increased company revenue $2M in first-year sales by determining ideal product, price and channels for marketing to a new segment – solo practitioners.
• Authored the Go to PRO promotion of targeted research for lawyers delivered via new and accessible means by moving $5M in intellectual products from CD to a secure online platform.

Toronto, ON, CA

• Promoted content and information products on Westlaw.com, the leading online legal research service.
• Directed a $2.5M campaign budget, stimulating revenue growth four times the industry average.
• Performed SWOT assessments by gathering and interpreting consumer insights via telephone surveys and focus groups, as well as internal engagements with sales teams.

Toronto, ON, CA

• Forged a blended-channel marketing plan leveraging direct-mail, Internet marketing and print advertising while developing the sales staff through product training and telemarketing expertise.
• Introduced creativity and differentiated products and messaging; directed execution of all channels, measuring results and fine-tuning the strategy to increase sales volume and revenues.
• Generated significant marketing ROI, earning four ARC Awards of the Midwest Direct Marketing Association and one IMMY Award of the Information Industry Association.

• Promoted to oversee marketing strategy, allocating annual budget across dozens of campaigns.
• Generated a multi-channel approach, incorporating print advertising, trade show participation and direct mailings; analyzed results and modified initiatives to optimize impact and spending.
• Saved $500K annually by launching a companywide project to consolidate purchasing; scheduled buys to take advantage of volume-pricing and discounts on deliver

• Tasked as the sole agent to open the Canadian market, the company’s first international initiative.
• Analyzed the business market, mapping and prioritizing a strong entry strategy; cold-called the first line of companies and created a competitive buzz with precise color-matching technology.
• Fostered referrals, built networks and designed market-specific collateral, driving sales from zero to $500K in a year and established a firm footing and prototype international entry roadmap.

The Hague, South Holland, NL

Documented military history, and mission activities as editor-in-chief, writer and photographer for the army’s monthly magazine.